Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Digestive Remedies in Greece

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Executive Summary

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PROSPECTS

Changes in nutritional habits and the use of supplements affect performance

Health and wellness is the key trend affecting nutrition habits in Greece, with ever more Greeks looking after their nutrition. This will affect growth potential for digestive remedies as the frequency of consumers needing medicine to treat digestive matters will decline.

Natural solutions are increasingly preferred

More Greeks will experiment with natural remedies as awareness is growing and this is also promoted by the media. The shift towards natural remedies will, nevertheless, also translate into growth for herbal/traditional digestive remedies.

Price liberation translates into growth

Value sales grew in 2018 as a result of the increase in retail prices in the context of OTC price liberation. The increase in prices has not put consumers off from self-medication, given that the price of products was very low to begin with.

COMPETITIVE LANDSCAPE

Sanofi-Aventis is the leading company in digestive remedies

Sanofi-Aventis is the leading player in digestive remedies. The company leads laxatives with its Dulcolax brand, which has gained strong awareness, despite laxatives being quite fragmented.

Imodium by Johnson & Johnson Hellas SA lost value share in 2018, with its sales declining even though diarrhoeal remedies saw sales grow, on average. Its decline was due to competition from cheaper brands, such as Carbosylane, and herbal products for treating diarrhoea.

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